An activation at Edinburgh Airport featuring a structure of Edinburgh Castle made of 2,933 Walker's Shortbread pieces
Family-run company Walker's Shortbread, which is based in the Scottish Highlands and has been baking ‘Scotland’s finest’ shortbread for the past 125 years, has reported a 150% rise in sales at airports and train stations in the past year due to an increased appetite amongst tourists for its products.
Walker’s latest global travel retail (GTR) range, launched in March 2022, has been a catalyst for growth in the channel, with products now sold in over 30 markets globally. It experienced demand both in the UK and overseas as people purchased shortbread as a gift or a self-treat, with self-purchasing on the rise from 46% pre-pandemic to 53% in the first quarter of 2023.
According to recent research, 40% of people say they’re more likely to try local delicacies when they visit a new country as opposed to familiar foods, while 69% of people say this makes them feel they’ve had a more authentic travel experience.
To meet increased demand, Walker’s is launching a travel retail campaign with Scottish heritage at its core – set to reach around 21.4 million tourists in August, with an experiential pop-up at Edinburgh Airport and marketing activities at train stations across the UK. It’s part of a wider effort by the company to invest in GTR and more brand-led experiences which celebrate Walker’s heritage whilst appealing to local markets.
Sarah Macaulay, Head of Marketing at Walker’s Shortbread, said, “Walker’s has been operating in travel retail since 1975 and as a heritage brand with global appeal recently we have seen a growing demand from consumers in this space. Naturally, GTR remains a hugely important channel for the business and this activation reflects our aspirations and goals in this area.
“Sense of place is very important when it comes to GTR, and that’s why it’s important to us that we provide products which are tailored to specific markets but have still Walker’s heritage at their core.”
Walker’s is taking up residence at Edinburgh Airport from August 1 to 31 with a brand space which features a structure of Edinburgh Castle made of 2,933 shortbread pieces, constructed by renowned UK food artist Prudence Staite. Located past airport security, it will reach over a million tourists at a time when visitor numbers are high for the Edinburgh Fringe Festival.
The area showcases Walker’s iconic tartan along with illustrations which merge Scottish landmarks with shortbread shapes. Visitors will have the chance to sample Walker’s shortbread during peak times and help themselves to a free Walker’s postcard.
In addition, the company has invested in marketing at 63 WHSmith stores, including at Edinburgh Airport and train stations across the UK from, August 3 to 23, with sampling at WHSmith stores in Edinburgh Waverley Station, Glasgow Central Station in Scotland and Euston, St. Pancras, Paddington, Waterloo, and Liverpool Street stations in London across August 8, 9 and 10.
“We’re thrilled to bring this brand experience to Edinburgh Airport this summer, along with new marketing at WHSmith travel stores across the UK," added Macaulay. "We want to bring excitement and enjoyment to travel retail consumers as they travel through airports and train stations this summer, delivering an engaging experience which keeps this 125-year-old, iconic Scottish brand front of mind.”
